Brick And Mortar Vs Ecommerce Analysis
Firms that implement this movement can use the brick and mortar to promote the Web site and vise versa. This will save on promotional costs for the firm. Not only is this solution logical, it is powerful. Because consumers are different and desire different things, a click and mortar will be appealing to both the consumer who wants the personal interaction found only in a traditional retail setting as well as the on-the-go consumer who needs products at the tip of his/her fingers.
b. Supply Chain According to Boyer (discussed previously), firms that operate under a click and mortar model often employ a centralized extended supply chain. This supply chain utilizes regional distribution centers rather than local stores and also provides more personalized delivery service (such as pre-specified delivery times). One of the most successful companies in using the click and mortar model is Gateway Computer. Gateway’s main advertising campaign states, “Call, Click, or Come In” (Boyer, Hult,Frohlic). This promotion emphasizes Gateway’s ability to provide the same service in multiple ways.